Katana VentraIP

Hard Candy Fitness

Hard Candy Fitness was a chain of fitness centres that were a partnership between Madonna, her manager Guy Oseary and Mark Mastrov, the founder and CEO of 24 Hour Fitness. Founded in 2010, the venture had centres in Berlin (8 clubs), Mexico City, Moscow, Rome, Santiago, St. Petersburg, and Sydney. The company's name was a reference to Madonna's 2008 studio album Hard Candy. The German division went into administration in 2016[1] and closed its studios that year. That same year, the location in Toronto was rebranded as Aura Fitness after the initial media attention didn't translate into gym memberships.[2] The only club remaining in operation as of 2019 was in Santiago, Chile,[3] which rebranded as Energy Sport Club in May 2019.[4]

Industry

Health clubs

2010 (2010)

Madonna, Guy Oseary, Mark Mastrov

2019

United States

Worldwide

Gyms, Fitness programs, DVD series

Berlin, Germany
Mexico City, Mexico
Milan, Italy
Moscow, Russia
Rome, Italy
Santiago, Chile
St. Petersburg, Russia
Sydney, Australia

Volume 1 – Dance: Get Sweat –structured like a dance class, Winhoffer breaks down all steps in this tutorial-style DVD.

Volume 2 – Jaw Breaker Towel: Slippery When Wet – a unique, total body conditioning workout that targets every muscle during a short, intense routine that pays special attention to abs, core, arms, chest and back.

Volume 3 – Dance: Wet, Wet, Wild – building from Volume 1, featuring more diverse moves that increase the power of the workout.

Volume 4 – Jaw Breaker Chair: Dripping Wet – chair and the floor workout aimed at sculpting, toning and tightening the entire body.

The enterprise launched a DVD series, Addicted to Sweat, in 2012. They feature the exclusive programs created by Madonna and demonstrated by her personal trainer Nicole Winhoffer. The videos were previously available only at the fitness clubs.[14]


The following are included in the Addicted to Sweat series:

Madonna and business

Official website